Customer Requirement

Customer Requirement

Customer Requirement Jonathan Poland

A customer requirement refers to a specification or need that is expressed by a customer, rather than being generated internally by a business or organization. These requirements can relate to the functional or non-functional aspects of a product, service, or customer experience, and may be documented by the customer directly or collected and refined by a business analyst or market research team.

Customer requirements are important for businesses to understand, as they can provide insight into what customers expect and value, and help guide product and service development efforts. By gathering and analyzing customer requirements, businesses can better meet the needs and expectations of their target audience and improve their overall performance. The following are common types of customer requirement.

Voice of the Customer

Identifying customers that represent your target market and collecting needs, expectations and ideas with methods such as a focus group or ladder interview.

Lead User

Engaging lead users who represent your customers with cutting edge needs. For example, a snowboard manufacturer may engage professional snowboarders to capture ideas for a design.


Collecting requirements from customers other than end-customers such as wholesalers, retailers, manufacturers or value-added resellers. For example, an OEM zipper manufacturer may collect requirements from a sportswear manufacturer for a new type of zipper.

Large Accounts

Products and services that are sold on a business-to-business basis may directly collect requirements from large accounts. For example, a software company that gets 40% of its revenue from five customers might allow those customers to directly submit requests for features.

Learn More
Alliance Marketing Jonathan Poland

Alliance Marketing

Alliance marketing refers to a strategic partnership between two or more organizations in which they agree to collaborate on marketing…

Preventive Maintenance Jonathan Poland

Preventive Maintenance

Preventive maintenance is a type of maintenance that is designed to prevent failures and extend the lifespan of assets, including…

Value of Offerings Jonathan Poland

Value of Offerings

Value is a concept that refers to the usefulness, worth, and importance that customers assign to products and services. This…

ERG Theory Jonathan Poland

ERG Theory

ERG theory is a motivational theory that was developed by Clayton Alderfer. It is an extension of Maslow’s hierarchy of…

Relationship Building Jonathan Poland

Relationship Building

Relationship building is the act of establishing and maintaining social connections with others. This is a crucial business skill that…

Cell Production Jonathan Poland

Cell Production

Cell production is a manufacturing approach that involves organizing work into small, self-contained units or cells. Each cell is responsible…

Productivity Rate Jonathan Poland

Productivity Rate

Productivity rate is a measure of the efficiency with which a company or organization produces goods or services. It is…

Adaptive Performance Jonathan Poland

Adaptive Performance

Adaptive performance is the ability of an individual to perform well in changing, uncertain, and stressful situations. This type of…

Geographic Segmentation Jonathan Poland

Geographic Segmentation

Geographic segmentation is a marketing strategy that involves dividing a target market into smaller groups based on geographical characteristics such…

Search →

There are two ways

to work with me…

for business

Key Bridge

“A platform for building better assets…”

for investing

Wall Street Pig

“Unfiltered commentary across the capital markets…”